Austerity has a lot to do with buying online, that, and human nature to sniff out a bargain.
I live in a time warp town where we have lots of privately owned shops, and often find I can buy what I am looking for there, and I do.
However, there are items that you just cannot buy localy, and that is where the internet can and does help the consumer.
As a Scot we know all about saving a bawbee or three!
Iain.